* Keywords: Sports Sponsorship, Ambush Marketing, Internet Introduction Timo Lumme is an experienced player in the world of Sport Marketing and Management. In 1988, he joined International Management Group (IMG) as Associate Counsel for IMG's sports clients, moving to France in 1989 to head up IMG's team within COJO (Comite d' Organisation des Jeux Olympiques) with responsibility for the international marketing of the 1992 Albertville Games. Lumme also managed the group's commercial consultancy relationship with the 1994 Lillehammer Olympic Winter Games. In 1992, he was promoted to Managing Director for IMG Italy with responsibility for all client, event and television activities. In 1994, Lumme returned to the UK as Vice President of Business Development, jointly spearheading IMG's entry into the football business. In 1996, he joined Nike as European Sports Marketing Director, responsible for Nike's Sports marketing strategy, management and execution in Europe. He joined Quokka Sports Ltd in 1999 as Managing Director, Europe. Lumme is a qualified solicitor and is fluent in five languages. Here he talks to Adrian Hitchen, Executive Director of SRi. AH: I thought we could perhaps begin, Timo, with some background to your entry into the field of sports marketing. Could you tell us what first attracted you to sports marketing and specifically to IMG? TL: Sure. I actually started off life as a lawyer and, in fact, I qualified and practised as a financial lawyer in the city of London for a firm called Slaughter & May. first attracted me, apart from my love of sport, was the fact that I was actually doing National Service in Finland in the snow, and I read Mark McCormack's book What they didn't teach you at Harvard Business School. I began to realise there was an industry called sports marketing, and quickly found out about it and sought out an opportunity in the firm that I finally joined, and that was IMG. AH: So did you join IMG as a lawyer? TL: I went in as a lawyer initially, yes. I was what they call an associate counsel, basically an in-house lawyer, and I was there for 11 months before I was then posted off to work on the Albertville Olympics. AH: A fact which leads into my next question. We first met, I think, when you were at IMG, at one of those early Olympic workshops. Staying with history for a moment, how did you see Olympic marketing evolve over that period, and how would you contrast that era with the situation today? TL: I think they were fairly interesting times, on a couple of fronts. Olympic marketing, as you know better than me really, probably kicked into gear in 1984, but it wasn't until 1988 that the international programme, the TOP programme, kicked off for the first time. When I came into the picture, in 1989, it was the beginning of the second round of sponsorships (TOP 2) which covered Albertville and Barcelona. was particularly interesting was that the programme was having to fit into the construct which now included a slightly more developed domestic programme which, of course, was what IMG had been brought in to work on. IMG acted for the Organising Committee and, as such, had a direct mandate to develop the local programme. In those days one of the major issues, certainly at the beginning, was how the international programme would sit with the domestic programme. Clearly, you could not have Coca-Cola as an official sponsor world-wide, including the Games in Albertville, for the Organising Committee then to go and sell that same category, granting exclusive rights, and so that was an interesting time! It was particularly interesting in the area of technology. I think one of the things that has changed is the companies themselves, like the technology companies which have tended to converge more and more. Whilst we may have been able to do deals with, say, a Panasonic, a Philips, and a third company in those days, generally the technology companies are now providing services which have converged so it is much more difficult to distinguish between them. âŠ